Study On The Influence Of Tourist Trust On The Behavior Intention Of Online Tourist Websites

With the rapid development of tourism and the determination of the pillar position,the development of tourism has gradually changed from the accumulation of attention to the improvement of heavy quality,and tourism has changed from a kind of entertainment to a way of life.However,in the course of tourism development,the public trust in tourism is not high,and trust in tourism has become a hot topic in the society.Therefore,it is urgent to make trust the right meaning.The study of Tourism Trust also needs to be put on the agenda.Based on this,this paper,based on the three stage of trust,combines the purchase behavior theory and the reflection impulse model,establishes a tourist trust research model,and puts the tourists' trust in three different stages: the initial trust,the continuous trust and the trust elimination stage are linked together by the tourist trust formation process,and divide the tourists' trust into the two stages.Cognitive trust and emotional trust are two dimensions,and three phases are modeled and analyzed respectively.Because of the different stage of trust in the tourists,the tourists in different stages are statistically analyzed and analyzed,and the research data are obtained by questionnaire survey on the initial trust stage and the continuous trust stage,and the data are obtained by the way of complaint text analysis for the tourists in the stage of trust decline.The data of initial trust and continuous trust phase are statistically analyzed with SPSS,and the final inspection of the two models is carried out by Amos path analysis;the text and data of the complaints are collected by the octopus collector and Nvivo11 is used to encode the collected text.Finally,the influencing factors of the stage of trust retreat are obtained.Through the above research,it is found that in the initial trust stage,tourists are more concerned with the characteristics of the website,and the website features(usefulness,ease of use,security,brand reputation)have obvious positive effects on the two dimensions of initial trust(emotion and cognition);In the stage of continuous trust,the influence of tourist trust tendency on the two dimensions of trust is significant,and the influence coefficient of emotional trust is greater than all otherfactors.Therefore,visitors in the period of continuous trust are more likely to deliver trust;At the same time,tourist satisfaction does have a significant impact on continuous trust,and can increase tourist loyalty by increasing tourist satisfaction;In the stage of trust fading,the main reasons for the tourists 'complaints and the purpose of the complaints were obtained through text analysis,which provided evidence for the restoration of tourists' trust.The results showed that the cognitive trust category was the main reason for the loss of tourists 'trust.The response to the loss of trust is also focused on economic compensation and emotional compensation.Therefore,the online tourism website should pay attention to the characteristics of the website and grasp the reasons for tourists 'trust;Pay attention to the satisfaction of tourists and promote loyalty with satisfaction;Starting from the details,to create exquisite services;At the same time,under the online connection line,help the entire service.